1. MARKETING PLAN
Executive Briefing
October 10, 2015
Prepared by: Keka Cobb, Andrew Favreau, Niki Jay Baugaard, and Maria Ochoa
ATD Austin Yellow Pages & Internet Solutions
THE RED
PHONE BOOK
2. Agenda
• Situation
• SWOT Analysis
• Industry Insights
• Market Overview
• Consumer Research
• Brand Value Proposition
• Objectives, Strategies & Tactics
• Conclusion
4. Situation
• ATD Austin Yellow Pages & Internet Solutions (ATD-Austin) has seen
double-digit drops in advertising revenue for telephone directories in its
largest markets over the past several years.
• The company attributes this decline to a change in how small and
medium-sized business (SMBs) are using media and new technologies to
advertise and market their products and services.
• ATD-Austin also attributes this decline to a change in how consumers get
information about local businesses.
• This downward trend has raised some serious concerns about the long-
term survival and solvency of the company.
• The following marketing plan will help the company serve the changing
business needs of SMBs and increase the relevancy of its core offering in
its key markets.
5. ATD Austin Yellow Pages & Internet Solutions
• Founded in 1986 in the Austin metro area.
• Undertook a series of strategic mergers and
acquisitions to become the major independent
publisher of yellow pages in South and Central Texas.
• Publications now part of ATD-Austin:
Austin East Metro | East Texas Regional | Falls County
Georgetown | Golden Gulf Coast | Mid Cities Regional
Limestone County | Milam County | Robertson County
• Directories offer hundreds of business categories,
including restaurants, dentists, lawyers, plumbers, car
repair, gas stations, pizza, and doctors.
• The combined circulation of 500,000 directories serve
more than 1.5 million consumers.
10. Advertising Revenue by Media Category
LT Forecast ($bn)
Source: MAGNA GLOBAL US Advertising Forecast, Feb. 2015
11. SMBs Consider Print Yellow Pages Part of the Mix
• At least 29.8% of all SMBs purchase
print directory advertising.
• 46% of SMBs advertising in print
directories indicated they will
increase their overall ad spend over
the next year.
• Spending on digital and online
spending for SMBs is expected to
increase about 11.1% in the next
year; used to develop a mobile
website.
• SMBs that do advertise in print
Yellow Pages apply an integrated
approach to their marketing efforts.
Source: BIA/Kelsey Local Commerce Monitor (LCM) Wave 18, Q3/2014
12. Total Local Media Advertising by Advertiser Type
Source: BIA/Kelsey US Local Media Forecast (2013 – 2018)
17. Yellow Page References, Top Internet Headings
Source: Simba Information, Independent Yellow Pages Publishers 2010: Forecast & Analysis
Note the absence of Home/Trade Services SMBs in the Internet Top 10 References
20. Why Golden Gulf Coast?
• Of the 10 print directories in
the ATD-Austin portfolio
Golden Gulf Coast is the
biggest generator of ad
revenue.
• As a “Cash Cow” it bring in
28% of ad revenue.
• Protecting this product is
important to financial health
of the entire portfolio.
21. Golden Gulf Coast Market
Alvin
Angleton
Bay City
Beasley
Blessing
Boling/Iago
Brazoria
Churchill
Clute
Damon
Danevang
Eagle Lake
East Bernard
Egypt
El Campo
Freeport
Garwood
Glen Flora
Lake Jackson
Liverpool
Louise
Markham
Matagorda
Nada
Needville
Old Ocean
Palacios
Richmond
Richwood
Rosenberg
Rosharon
Sargent
Sweeny
West Columbia
Wharton
Brazoria
Colorado
Fort Bend
Matagorda
Wharton
Cities Counties
Source: ATD-Austin
22. Area Population: 1,121,875
Age:
5 and under 7.00%
Between 5-19 24.17%
Between 20 and 34: 21.60%
Between 35 and 59 27.30%
60+ 19.93%
Median resident age: 38 years
Gender:
Female: 52.6%
Male: 47.4%
Ethnicity:
White: 48.9%
Hispanic or Latino: 30.6%
African American: 14.1%
Other: 6.4%
Golden Gulf Coast Demographics
Source: U.S. Census Bureau: State and County QuickFacts
23. Family size:
Persons per household: 2
Income:
Median household income: $56,577.20
Education:
25 years + high school graduate or higher: 79%
25 years + Bachelors degree or higher: 21%
Current college students: 6,686
Businesses:
Total: 81,831
Total employers: 18,176
Male owned: 38,348
Women owned: 24,924
Minority owned: 32,514
Golden Gulf Coast Demographics
Source: U.S. Census Bureau: State and County QuickFacts
24. Internet Connection Data
Brazoria County
201 to 400 fixed residential connections per 1,000 households
10 providers
Colorado County
1 to 200 fixed residential connections per 1,000 households
10 providers
Fort Bend County
401 to 600 fixed residential connections per 1,000 households
13 providers
Montgomery County
401 to 600 fixed residential connections per 1,000 households
11 providers
Wharton County
1 to 200 fixed residential connections per 1,000 households
8 providers
Figures are for households and providers with fixed connections of at least 3 Mbps downstream and 768 kbps upstream.
Data current as of Dec. 31, 2013
Source: Sprint
Only
30%
Have
Internet
Access
26. Baby Boomer Psychographics
• They are choosing to age in place and work longer.
• Since this group is moving in and out of life stages at different
times, they are receptive to products and services they never
before considered.
• Most don’t want to be targeted because they’re old – they want to
be targeted because of who they are.
• Women between the ages of 50 and 64 are twice as likely as men
the same age to be the principal shoppers for their households.
• Market to Boomers based on values, not age
Source: Advertising Age White Paper called 50 And Up: What’s Next? (2011)
27. Millennials Psychographics
• Ambitious and lifestyle-aware, this group likes to
balance work, home and health by setting boundaries.
• They're couponers who like reliable and practical
brands as well as luxury and status.
• The group tends to live at home with parents, use
older gadgets and prefer transparent brands.
• They only want to share with select people and feel
comfortable online on their own terms.
• Are all about story-driven brands. In their eyes, story
indicates quality.
Source: Advertising Age, What You've Been Told About Millennials Is (Mostly) Wrong (2015)
28. Segmentation, Targeting, and Positioning
Advertisers
Product Mix: Integrated marketing products/services.
We’re your trusted business partner.
Baby Boomers
Product Mix: Digital/Print Directory; “Little Red” Holiday Book
We’re still the phone book you grew up with but now we’re so much
more.
Hispanic Boomers
Product Mix: Digital/Print English Directory, Directorio Rojo, “Little
Red” Holiday Book
Hablo Español! We’re still the phone book you grew up with but
now we’re so much more.
29. Segmentation, Targeting, and Positioning
Millennials
Product Mix: Digital/Print Directory; “Little Red” Holiday Book
We’re your trusted local source that connects with you the way you
live.
Hispanic Millennials
Product Mix: Digital/Print English Directory, Directorio Rojo, “Little
Red” Holiday Book
Hablo Español! We’re your trusted local source that connects with you
the way you live.
31. Team Sample Survey
Key Insights:
• 84% of the surveyed use search engines as the primary source to
get local information
• The most important attribute of a website is that it is visually
appealing and easy to navigate
• Word of mouth recommendations is a huge. Almost 25% of survey
participants rank it second as best way to obtain local information
(after search engines)
Sample Size:
• 48 participants
• 86.6% are 20-40 years old
• 6.6% were Hispanic Millennials
33. Hispanic Weekly Newspaper Circulation
Source: Pew Research Center, Hispanic Media: Fact Sheet (2015)
La Voz de Houston (Houston, TX)
Semana News (Houston, TX)
Al Dia (Dallas, TX)
La Estrella (Fort Worth, TX)
El Periodico USA (McAllen, TX)
El Paso y Mas (El Paso, TX)
Monitor – El Extra (McAllen, TX)
Nowedades News (Dallas, TX)
Valley Morning Star – El Extra
(Harlingen, TX)
El Hispano News (Dallas, TX)
10 Hispanic Weekly Newspapers in Texas
34. • Major Customer Problem: No Spanish-language
U.S business directory services.
• Hispanic community accounts for 32.3% of Golden
Gulf Coast.
• Key Target market declining: +60 consumers only
account for 19.93% of Golden Gulf Coast.
• 21.60% of the population is between 20 and 34
years old
• 27.30% of the population is
between 35 and 59 years old.
Customer Needs
38. Objectives
1. Increase advertising sales by 15% for ATD-Austin
products by Dec. 2016.
2. Increase the audience engagement for ATD-Austin
products by 5% by Dec. 2017.
3. Partner with two ad networks to reposition digital
offerings by Dec. 2016
39. Key Performance Indicators
1. Advertising sales:
a. Sales/incremental revenue
b. New customers and customer lead numbers
c. Customer retention
2. Engagement:
a. Customer ROI (tracked phone numbers)
b. Redemption rates for special offers
c. Audience surveys/focus groups
d. Remaining quantities of product
e. Social media metrics
3. Digital broker:
a. New digital partnerships/product offerings
b. Sales revenue
c. New/retained customers
d. Advertiser feedback
44. Product Optimization: Brand Identity
• A brand underlines who you are and is the fundamental means of
customer recognition.
• A great brand:
• Communicates core brand message quickly
• Is memorable and distinctive
• Is market appropriate
• Resonates with your customers and values
• Considering that ATD-Austin may explore additional lines of
business to diversity its portfolio, those decisions should be made
first before investing in brand-related activities.
• ATD-Austin may find that it would like to de-emphasize core brand
elements like the “phone” to better reflect new services.
• After business decisions have been made, ATD-Austin should
engage a firm to conduct research of both their existing and
potential customers for the new brand and associated products.
45. Product Optimization: Distribution
Potential bonus distributions:
• Community Destinations. Community Centers, coffee shops,
libraries and other locations frequented by target audience.
• Partner with Current Advertisers. Align with target audiences
to distribute directories in select locations. Offer advertisers a
discount for mentioning the product at check out.
• USPS Change of Address. Insert local market directory into
packets to encourage new residents to purchase premium
services from advertisers.
• Hotel partnerships. Partner with local hotel chains to ensure
The Red Phone Book is in every room for rent.
The Red Phonebook Directories are
delivered by ATD-Austin annually to
addresses in 36 towns.
47. Product Diversification: Enhance Online Offering
The Red Phonebook Online
• Online directory with social, value-added offerings
• Online profiles for regular customers to save searches
• Online coupons, info and ratings for small businesses
• A pin board to save favorite businesses/write reviews
• Incentives for writing reviews
48. Product Diversification: Spanish Focused Directory
Directorio Rojo
• Spanish-focused version of The Red Phone Book
• Hispanic business owners given key focus
• Free Spanish translation services for participating English-
speaking businesses
49. Product Diversification: Spanish Focused Directory
Directorio Rojo – Product Launch Plan
Target Public Date: Hispanic Heritage Month: Sept. 2017
Target Audiences: Baby Boomers (Hispanic) and Millennials (Hispanic)
• Soft Soundings: Talk with existing and potential customers about interest in advertising.
Move forward if response is positive.
• Ad Solicitation: Announce new product offerings to current customers. Develop repeatable
communications cadence via direct mail, eBlast and customer meetings. Offer bundled price
packages that include this product.
• Earned Media: Distribute local press release in English and Spanish to reporters and
bloggers. Announce launch event to coincide with Hispanic Heritage Month. Reinforce event
with social media.
• Launch Event: Select a venue that is appropriate for the local Hispanic community. Invite local
media and bloggers.
• Influencers: Continue event momentum through targeted outreach to local Hispanic
influencers who will receive the directory early.
• Distribution: Bonus distribution of the directory to neighborhoods with high concentrations
of Spanish-speaking individuals, as well as community centers, churches, and supermarkets
that cater to this audience.
50. Directorio Rojo Promotional Timeline
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2017
Directorio Rojo Ad Period
Hispanic
Influencer DM
Directorio
Rojo
Distribution
Ad Solicitation: Direct Mail, eBlast, F2F
Cultural
Launch
Event
Media
Launch
Social Media
Media
Relations
51. Product Diversification: “Little Red” Holiday Book
The “Little Red” Holiday Book
• Smaller publication for holiday business with color flyers
offered:
• Toy stores
• Party stores
• Caterers
• Simple cover with branding, holiday decoration and one
advertiser.
• Featuring flyers and tear-out coupons and cards charged at
a premium to drive sales.
• Smaller publication with relevant vendors so that it is easy
for the customer to flip through.
52. Product Diversification: “Little Red” Holiday Book
The “Little Red” Holiday Book – Product Launch Plan
Target Public Date: Sept. 2016
Target Audiences: Baby Boomers (English/Hispanic) and Millennials (English/Hispanic)
• Soft Soundings: Talk with existing and potential customers about interest in advertising. Move
forward if response is positive.
• Ad Solicitation: Announce new product offerings to current customers. Develop repeatable
communications cadence via direct mail, eBlast and customer meetings. Offer bundled price
packages that include this product.
• Partnership: Forge a partnership with American Express OPEN program for co-branding
opportunity that will extend the reach of this initiative.
• Earned Media: Distribute local press release to reporters and bloggers. Announce launch event to
coincide with early holiday season activities. Reinforce event with social media.
• Launch Event: Select a venue near a high concentration of product advertisers (if possible) that are
part of the small business segment.
• Distribution: Distribution of the directory to the main ATD-Austin address list in the Golden Gulf
Coast market.
• Social Media: Continue event momentum through discount opportunities related to the book on
social media channels.
• Direct Mail: Turn the book into an audience touch point by distributing holiday greetings with a
reminder to use the “Little Book” discounts.
53. “Little Red” Promotional Timeline
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2016
“Little Red” Ad Period
“Little Red”
Distribution
Ad Solicitation: Direct Mail, eBlast, F2F
Direct Mail
Greetings:
Reminder to
Use “Little
Red”
Social Media:
Holiday
Coupon Codes.
Amex
Shop
Small
First
Look
Event
Media
Launch
Social Media
Media
Relations
54. Consumer Benefits for New Offerings
• Caters to new audience.
• Drives additional advertising revenue.
• Raises awareness for core product offering
(by association).
• Becomes an annual offering that can be
bundled with other advertising packages.
• Makes brand relevant and contemporary.
55. Advertiser Relationships
Advertiser Relationships
Build on trusted customer relationships.
• Transform into a trusted digital broker.
• Restructure ad rate sheet to bundle offerings.
• Position expertise via updated sales collateral.
Advertisers
56. Advertiser Relationship: Trusted Digital Broker
Source: Wipro Analysis, Symbiotic Partnership: Directory Service
Providers Could Be Trusted Digital Brokers for SMEs
57. Advertiser Relationship: Trusted Digital Broker
Source: Wipro Analysis, Symbiotic Partnership: Directory Service
Providers Could Be Trusted Digital Brokers for SMEs
59. Advertiser Relationship: Implementation
Digital Broker (six to eight months)
• Assessing current digital capabilities and resources.
• Interview current and former advertisers to determine needs.
• Prioritize new product introductions/innovations based on
feasibility and advertiser needs.
• Build an innovation timeline that staggers the introduction of
new products/services to keep advertisers investing.
• Review innovations with key customers in three critical
categories; collect and apply feedback.
• Execute against timeline and leverage each milestone as an
opportunity to re-engage with advertisers.
Advertisers
60. Advertiser Relationship: Trusted Digital Broker
Trusted Digital Broker – Product Launch Plan
Target Public Date: May 2016 for National Small Business Week
Target Audiences: Current and Prospective ATD-Austin Advertisers
• Soft Soundings: Talk with existing and potential customers about an interest in bundles digital
offerings. Move forward if response is positive.
• Partnership: Forge a partnership with U.S. Small Business Administration for co-branding
opportunity on an event that will highlight the value of and integrated marketing approach for SMBs.
• Invitations: Announce event through direct mail, eBlast and face-to-face meetings with customers.
new product offerings to current customers.
• Product Pricing: Considering the nature of this event, have special pricing available for sale people if
the opportunity to provide ATD products and services presents itself. Note: This is a soft not hard
sell.
• Earned Media: Distribute local press release to SMB beat reporters and bloggers. Connect event to
National Small Business Week. Reinforce event notice with social media content strategy using
#DreamSmallBiz hashtag.
• Launch Event: Select a comfortable environment that is appropriate for SMBs business owners.
Event should have guest speakers who are subject matter experts, along with ATD-Austin experts.
• Follow-up: Follow-up with attendees via email, direct mail and face-to-face meetings to see if they
found the event helpful and have any questions or business needs.
61. Digital Broker Promotional Timeline
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2016
Biz Dev Direct
Mail, eBlast
and F2F
Event Follow-up: Direct Mail, eBlast, Customer Mtg.
SME
Custo
mers
Event
Media
Launch
Social Media
62. Advertiser Relationship: Restructure Ad Packages
Source: Demand Media, The Average Cost of a "Yellow Pages“ Advertisement
ATD-Austin
• Optimizing media investments
and simplifying management are
two key priorities for SMBs
• Opportunity to revisit rate sheet
to show bundled offerings that
simplify the decision process.
• Positions ATD-Austin as trusted
adviser with advertisers.
• Provides the chance to add a
premium to “do-it-with-me” type
offerings.
• Ad packages would be revisited
annually for new print/digital
innovations.
63. Advertiser Relationship: Implementation
Advertising Packages (three to six months)
• Evaluate current offerings across all markets.
• Bundle and standardize for efficiencies.
• Align packages with timeline for new products/services to grow
advertiser base in conjunction with these introductions.
• Test packages with key customers in three critical categories;
collect and apply feedback.
• Develop print and digital collateral for sales kit.
• Measure performance against revenue and feedback; adjust.
Advertisers
64. Advertiser Relationship: Sales Kit
Source: adsolutions.yp.com/local-solutions
• Online sales kit serves as
reference source.
• Opportunity to reinforce
positioning as trusted adviser.
• Share advertiser best practices
and case studies.
• Formalizes the ATD-Austin lead
generation channel.
65. Advertiser Relationship: Implementation
Sales Kit (three to six months)
• Print/Digital kit contents may include:
• Customer endorsement/case studies.
• Data sheet/sections by category with success metrics.
• Product sheet/sections by offering.
• Licensed content from marketing experts targeted at SMBs.
• Implementation thought starters by package/bundle.
• Rate sheet or form to request for follow-up.
• Inventory all existing assets.
• Determine new assets based on emerging product/service
offerings and gaps.
• Look for opportunities to bundle/de-clutter content and
consistently brand with ATD-Austin identity.
• Plan and execute print/digital development timeline
and execution.
• Launch to existing advertiser base and encourage
sharing through personalized asks.
Advertisers
66.
67. Summary
Trusted. Local. Resources.
Find what you need where you live.
$2.5M | 15% Growth | 5% Customer Engagement
+3 Distribution Channels
Advertiser RelationshipsProduct Optimization Product Diversification
Modernize brand
identity
Launch local ad
campaign
Strategic phonebook
distribution
“Little Red” Holiday
Guide
Directorio Rojo
Digital Broker
Transform into a trusted
digital broker.
70. Demographic:
• Population: 338,124
• Age:
• Under 5 years 7.1%
• Under 18 years 26.8%
• Between 18 and 65 55.2%
• 65 years and over 10.9%
• Median resident age 35
• Gender:
• Female 60.1% Male 39.9%
• Ethnicity:
• White: 53.2% Hispanic or Latino: 27.7%: African American: 11.8%
• Family size:
• Persons per household 2
• Income:
• Median household income $66,250.00
• Education:
• 25 years + high school graduate or higher 79.5%
• 25 years + Bachelors degree or higher 19.6%
• Current college students 11,894
• Businesses:
• Total employer establishments 730, all firms 2943, men owned 1522, women owned 682,
minority owned 914
• Social Status
Brazoria County
75. Demographic:
• Population: 20,719
• Age:
• Under 5 5.37%
• Between 5 – 19 22.66%
• Between 20 – 34 19.32%
• Between 35 to 59 25.48%
• 60+ 17.18%
• Median resident age 47
• Gender:
• Female 52.3% Male 47.7%
• Ethnicity:
• White: 59.9% Hispanic or Latino: 26.1%: African American: 12.6%
• Family size:
• Persons per household 2
• Income
• Median household income $45,146.00
• Education:
• 25 years + high school graduate or higher 82.2%
• 25 years + Bachelors degree or higher 16.9%
• Current College Students 821
• Businesses:
• Total employer establishments 551, all firms 1831, men owned 801, women owned 531,
minority owned (missing data)
Colorado County
80. Demographic:
• Population: 685,345
• Age:
• Under 5 6.14%
• Between 5 – 19 24.55%
• Between 20 – 34 20.30%
• Between 35 to 59 30.95%
• 60+ 18.06%
• Median resident age 35
• Gender:
• Female 50.9% Male 49.1%
• Ethnicity:
• White: 36.2% Hispanic or Latino: 23.7% African American: 21.1%
• Family size:
• Persons per household 3
• Income:
• Median household income $88,023.00
• Education:
• 25 years + high school graduate or higher 88.5%
• 25 years + Bachelors degree or higher 41.4%
• Current college students 18,370
• Businesses:
• Total employer establishments 10791, all firms 50412, men owned 23261, women owned
16124, minority owned 24826
Fort Bend County
85. Demographic:
• Population: 36,519
• Age:
• Under 5 6.18%
• Between 5 – 19 24.19%
• Between 20 – 34 22.17%
• Between 35 to 59 29.10%
• 60+ 18.37%
• Median resident age 38
• Gender:
• Female 48.7% Male 51.3%
• Ethnicity:
• White: 47.4% Hispanic or Latino: 38.3%: African American: 11.1%
• Family size:
• Persons per household 2
• Income:
• Median household income $42,871.00
• Education:
• 25 years + high school graduate or higher 70.3%
• 25 years + Bachelors degree or higher 12.5%
• Current college students 932
• Businesses:
• Total employer establishments 5122, all firms 23071, men owned 11237, women
owned 6514, minority owned 6774
Matagorda County
90. Demographic:
• Population: 41,168
• Age:
• Under 5 6.78%
• Between 5 – 19 24.69%
• Between 20 – 34 21.86%
• Between 35 to 59 29.17%
• 60+ 17.50%
• Median residence age: 37
• Gender:
• Female 50.9% Male 49.1%
• Ethnicity:
• White: 47.7% Hispanic or Latino: 37.4%: African American: 13.7%
• Family size:
• Persons per household 2
• Income:
• Median household income $40,596.00
• Education:
• 25 years + high school graduate or higher 74.7%
• 25 years + Bachelors degree or higher 14.6%
• Current college students 1,417
• Businesses:
• Total employer establishments 982, all firms 3574, men owned 1627, women owned 1073,
minority owned (missing data)
Wharton County
105. Business Facts About Texas
• Over 97% of all Texas companies are small business
owners
• 4th fastest growth rate for woman business owners
• 2nd largest state economy in America
• World's 12th largest economy
• 0% State Income Tax for residents
• 1% maximum rate for Business Franchise Tax
Source: Texas Small Business Administration
Weaknesses:
Consistent branding and messaging
Decreasing a flat revenue
Low flexibility
Can only add new numbers and vendors once a year when the print happens
Investment in R&D
Future competition
Future profitability
Sales have been deteriorating since 2011
Power of Yellow communication is misdirected and negative. Not clear who it is targeting and why.
OPPORTUNITIES
Line extensions for new markets: Spanish speakers, women and college students. Seasonal smaller books.
Strategic alliances with boutique hotels to be the in-room guide.
Seasonal flyers to drive surges of revenue for business that are primed to do better during holiday seasons (restaurants, hair salons, clothing and toy stores etc)
Digital advertising is forecast to become the #1 media category in 2016, but TV is not expected to decline.
Source: http://www.cnbc.com/2015/07/30/digital-advertising-may-be-top-media-category-in-2016-report.html
Source: https://www.dexmedia.com/blog/small-mid-size-businesses-consider-print-directories-important-way-drive-local-business/
Notes: Small Biz is 100 or fewer; Medium Biz is 100 - 1000
Other online properties include a local page on Yahoo, having an enhanced listing or profile in a mobile app or a directory, having a Pinterest account, and having a LinkedIn page for their businesses.
Note: Totals for male, women and minority owned businesses do not equal “total”
Source: http://www.pewinternet.org/files/2015/03/PI_Smartphones_0401151.pdf
64% of Americans now own a smartphone, up from 58% in early 2014
As in past surveys, smartphone ownership is highest among younger Americans, as well as those with relatively high income and education levels.
Some 85% of Americans ages 18-29 are smartphone owners, as are 78% of college graduates and 84% of those living in households with an annual income of $75,000 or more per year.
Along with lower-income users, African Americans and Latinos are around twice as likely as whites to have canceled or cut off their smartphone service, and younger smartphone owners are substantially more likely to have done so compared with older adults.
Source: http://www.journalism.org/2015/04/29/hispanic-media-fact-sheet/
Note: The total number of unique Web visitors for the three Hispanic dailies is considerably low, compared with the digital traffic at African-American newspapers. Nevertheless, they follow the broader trend of more website traffic coming from mobile devices than from desktop computers.
Niki
Niki: Each goal is now mapped to one of the specific things we’re doing in our strategies:
1. Holiday Guide
2. Spanish Language
3. Digital Broker
Niki: Each goal is now mapped to one of the specific things we’re doing in our strategies:
1. Holiday Guide
2. Spanish Language
3. Digital Broker
Explanation of each strategy:
Product Optimization: Increase product relevancy.
Product Diversification: Package content for new audiences.
Advertiser Relationships: Build on trusted customer relationships.
Cluttered and outdated graphics versus competition
Clear brand recognition offline; online brand competes with “look-alike” books and e-zines.
“The Red Phonebook” is not registered with the U.S. Patent Trademarks Office
Current Red Book cover has outdated graphics, looks cluttered and is hard to read. Similarly, the App is not optimized for both Android and the latest IOS systems.
Searching “Red Book” online does not return any Google results on the first search page and the online store does not offer the same customer-friendly searches and information that competitor YP is offering.
The book currently only caters to English language speakers, but Hispanic people count for 32.3% of the Gulf Coast’s residents and their spending power is enormous and expected to grow.
Websites are all moving to a format that allows for interaction and to have thought leaders tell them what to do in new towns.
Redbook is an authority on vendors in the counties it serves so it’s a perfect opportunity to offer updated information via a website.
- Restaurant suggestions from local chefs
Celebrity/local suggestions for things to do in the neighborhood.
Incentivising reviews engages customers and also means you have a group of people constantly updating and creating content for you site.
FROM SWOT
Integrate with Yelp to provide more information about listings
Partner with boutique hotels to create directories for holiday-makers
Source: http://www.publishersweekly.com/pw/by-topic/industry-news/publisher-news/article/65527-getting-serious-about-spanish-language-publishing.html
Strategic alliances to be build with Hispanic business owners to grow community interest in the book
Strategic alliances to be build with Hispanic business owners to grow community interest in the book
Hispanic Heritage Month: Sept. 15 – Oct. 15
Publication is geared towards companies that traditionally make most of their revenue around the holiday season: businesses, caterers, Party stores, restaurants, Christmas trees,
Call increase guarantee for existing advertisers [customer retention]
Customer retention; give them something new
Notes:
Directory services have been widely used by local businesses and consumers for decades. Traditionally, SMEs relied on directory service listings as a way of marketing to prospective customers. This model worked well for many years.
However, with the advent of the Internet, smartphones and social networking, traditional directory services are being replaced by online searches, advertising and digital marketing services.
Demand for greater online presence and changing consumer behavior necessitates the development of new digital strategies. As a consequence, limited marketing dollars are being redirected from print media to digital.
While DSPs are struggling to establish a niche in the digital value chain, SMEs are facing an even bigger challenge -- that of navigating the digital marketplace and serving customers better while maintaining profitability.
For SMEs to succeed in the online marketplace, at a minimum they require a website, and many of them need shopping cart capability, payment platforms to facilitate online transactions and online chat and other capabilities that address customer queries.
Once these basic digital capabilities are established, the challenge for SMEs shifts to digital marketing, where both Search Engine Optimization (SEO) and Search Engine Marketing (SEM) enable the SME to effectively promote their capabilities and help differentiate from competition. In addition, the SMEs have to dedicate additional resources to ensure the ongoing and regular management of the online presence is maintained. All of these steps can be difficult for an SME that doesn’t have technical experts that are part of their core business team, like a dental practice or a retail store.
FOR ATD-AUSTIN TO DO THIS
While most DSPs have extended their service offerings beyond print to include digital marketing and a variety of online capabilities (including Website design, Website hosting and search optimization), these offerings must be broadened and enhanced and their time-to-market accelerated to differentiate DSPs from online search engines to support their long-term success.
FOR ATD-AUSTIN TO DO THIS
While most DSPs have extended their service offerings beyond print to include digital marketing and a variety of online capabilities (including Website design, Website hosting and search optimization), these offerings must be broadened and enhanced and their time-to-market accelerated to differentiate DSPs from online search engines to support their long-term success.
For DSPs to become the SMEs’ digital broker they will need to adopt a multi-faceted transformational approach including:
Partnering with advertising networks;
Reselling third-party capabilities; and
Developing key competencies in new digital marketing services
DSPs also need to focus on reducing their SME clients’ operating costs and simplifying their antiquated processes by integrating a wide range of enabling technologies and services (see figure 5).
LAUNCH
Recommend a phased approach that positions each new offering as a service innovation that builds upon previous customer investments and develops the relationship.
National Small Business Week: May 2016 U.S. Small Business Administration
#DreamSmallBiz
Source: http://yourbusiness.azcentral.com/average-cost-yellow-pages-advertisement-25397.html
$800 print Yellow Pages ad brings in about 80 calls/year.*
$1,710 upgraded online listing brings in about 90 calls/year.*
Pricing is one of the four elements of the marketing mix, along with product, place and promotion. Pricing strategy is important for companies who wish to achieve success by finding the price point where they can maximize sales and profits. Companies may use a variety of pricing strategies, depending on their own unique marketing goals and objectives.
Premium Pricing
Premium pricing strategy establishes a price higher than the competitors. It's a strategy that can be effectively used when there is something unique about the product or when the product is first to market and the business has a distinct competitive advantage. Premium pricing can be a good strategy for companies entering the market with a new market and hoping to maximize revenue during the early stages of the product life cycle.
Penetration Pricing
A penetration pricing strategy is designed to capture market share by entering the market with a low price relative to the competition to attract buyers. The idea is that the business will be able to raise awareness and get people to try the product. Even though penetration pricing may initially create a loss for the company, the hope is that it will help to generate word-of-mouth and create awareness amid a crowded market category.
Related Reading: Consumer Pricing Strategy
Economy Pricing
Economy pricing is a familiar pricing strategy for organizations that include Wal-Mart, whose brand is based on this strategy. Aldi, a food store, is another example of economy pricing strategy. Companies take a very basic, low-cost approach to marketing--nothing fancy, just the bare minimum to keep prices low and attract a specific segment of the market that is very price sensitive.
Price Skimming
Businesses that have a significant competitive advantage can enter the market with a price skimming strategy designed to gain maximum revenue advantage before other competitors begin offering similar products or product alternatives.
Psychological Pricing
Psychological pricing strategy is commonly used by marketers in the prices they establish for their products. For instance, $99 is psychologically "less" in the minds of consumers than $100. It's a minor distinction that can make a big difference.
Make every day local
National Hispanic Heritage Month is the period from September 15 to October 15
